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Türk Otel Web Siteleri Üzerine Bir Değerlendirme: eMICA İçin Yeni Bir Bakış Açısı

Yıl 2023, Cilt: 7 Sayı: 2, 142 - 156, 30.12.2023

Muhammet Sait Ağ Kutan Koruyan

https://doi.org/10.33461/uybisbbd.1344425

Öz

Günümüzde web siteleri otel işletmeleri için önemli bir pazarlama aracı haline gelmiştir. Bu nedenle, otel web sitelerinin kalitesi ve sundukları içerik, potansiyel müşterilerin satın alma kararlarını etkileyen önemli faktörlerdir. Bu faktörlerin incelenmesi, otel web sitelerinin gelişmişlik düzeyinin ortaya konmasını da kapsamaktadır. Bu nedenle, bu çalışmada Türkiye'deki otel web siteleri Genişletilmiş İnternet Ticareti Benimseme Modeli (eMICA) yöntemi kullanılarak değerlendirilmiştir. Çalışmada, literatürdeki diğer çalışmalardan farklı olarak, veriler Python programlama dili kullanılarak veri kazıma yoluyla otomatik olarak elde edilmiş ve betimsel analiz teknikleriyle analiz edilmiştir. Çalışma sonuçları, Türk otel web sitelerinin yeterli olgunluğa sahip olmadığını göstermiştir. Otel işletmeleri web sitelerini kapsamlı bir pazarlama aracı olarak kullanmak yerine genellikle tanıtım amaçlı kullanmaktadır. Çalışma ayrıca yeni kriterler ekleyerek eMICA yönteminin geliştirilmesine katkıda bulunmayı amaçlamıştır.

Anahtar Kelimeler

eMICA otel web siteleri elektronik pazarlama web sitelerinin değerlendirmesi

Kaynakça

  • Ahmed, T. A. A., & Shaker, E. S. (2021). Website evaluation of travel agencies class a in Saudi Arabia and Egypt using extended version of internet commerce adoption model: A comparative study. International Journal of Economics and Management Engineering, 15(4), 453-461
  • Anandkumar, V., & Kumar, A. (2015). Evolving maturity of Malaysian regional tourism organization websites: A longitudinal study using the extended model of internet commerce adoption. Journal of Tourism, 16(1), 49-57
  • Assiri, S. M., & Shamsudeen, S. (2019). Website characterization and evaluation of the five star hotels in Saudi Arabia using advanced content analysis and eMICA framework. Saudi Journal of Business and Management Studies, 4(9), 687–697. https://doi.org/10.36348/sjbms.2019.v04i09.001
  • Ateş, U., & Boz, M. (2015). Konaklama işletmelerinin web sitelerinin değerlendirilmesi: Çanakkale örneği. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 1(1), 63-84
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
  • Burgess, L., Parish, B., & Alcock, C. (2011). To what extent are regional tourism organisations (RTOs) in Australia leveraging the benefits of web technology for destination marketing and eCommerce? Electronic Commerce Research, 11(3), 341–355. https://doi.org/10.1007/s10660-011-9077-1
  • Cooper, J., & Burgess, L. (2000). A Model of internet commerce adoption (Mica). In S. Rahman & M. Raisinghani (Eds.). Electronic commerce: Opportunity and challenges (pp. 189-201). IGI Global. https://doi.org/10.4018/978-1-878289-76-6.ch012
  • Cristobal-Fransi, E., Daries-Ramon, N., Mariné-Roig, E., & Martin-Fuentes, E. (2017). Implementation of web 2.0 in the snow tourism industry: Analysis of the online presence and e-commerce of ski resorts. Spanish Journal of Marketing – ESIC, 21(2), 117–130. https://doi.org/10.1016/j.sjme.2017.06.002
  • Cristobal-Fransi, E., Daries, N., del Río-Rama, M. de la C., & Fuentes-Tierno, M. G. (2023). The challenge of digital marketing in health tourism: The case of Spanish health resorts. Quality & Quantity, 1-29. https://doi.org/10.1007/s11135-023-01744-2
  • Cristobal-Fransi, E., Daries, N., Serra-Cantallops, A., Ramón-Cardona, J., & Zorzano, M. (2018). Ski tourism and web marketing strategies: The case of ski resorts in France and Spain. Sustainability, 10(8), 2920. https://doi.org/10.3390/su10082920
  • Cristobal-Fransi, E., Montegut-Salla, Y., Ferrer-Rosell, B., & Daries, N. (2020). Rural cooperatives in the digital age: An analysis of the internet presence and degree of maturity of agri-food cooperatives’ e-commerce. Journal of Rural Studies, 74, 55–66. https://doi.org/10.1016/j.jrurstud.2019.11.011
  • Cristobal-Fransi, E., Ramón-Cardona, J., Daries, N., & Serra-Cantallops, A. (2021). Museum in the digital age: An analysis of online communication and the use of e-commerce. Journal on Computing and Cultural Heritage, 14(4), 1-21. https://doi.org/10.1145/3464977
  • Daries-Ramon, N., Cristobal-Fransi, E., & Mariné-Roig, E. (2017). Deployment of restaurants websites’ marketing features: The case of Spanish Michelin-starred restaurants. International Journal of Hospitality & Tourism Administration, 20(3), 249–280. https://doi.org/10.1080/15256480.2017.1383961
  • Daries-Ramon, N., Cristóbal-Fransi, E., Martín-Fuentes, E., & Mariné-Roig, E. (2016). Adopción del comercio electrónico en el turismo de nieve y montaña: análisis de la presencia web de las estaciones de esquí a través del modelo eMICA. Cuadernos de Turismo, 37, p. 113. https://doi.org/10.6018/turismo.37.256171
  • Daries, N., Cristobal-Fransi, E. & Ferrer-Rosell, B. (2020). Implementation of website marketing strategies in sports tourism: Analysis of the online presence and e-commerce of golf courses. Journal of Theoretical and Applied Electronic Commerce Research 16(3), 542-561. https://doi.org/10.3390/jtaer16030033
  • Daries, N., Cristobal-Fransi, E., Ferrer-Rosell, B., & Marine-Roig, E. (2018). Maturity and development of high-quality restaurant websites: A comparison of Michelin-starred restaurants in France, Italy and Spain. International Journal of Hospitality Management, 73, 125–137. https://doi.org/10.1016/j.ijhm.2018.02.007
  • Fernández-Uclés, D., Bernal-Jurado, E., Mozas-Moral, A. & Medina-Viruel, M. J. (2019). The importance of websites for organic agri-food producers. Economic Research-Ekonomska Istraživanja, 33(1), 2867-2880. https://doi.org/10.1080/1331677X.2019.1694426
  • Goi, C. (2007). A review of existing web site models for e-commerce. The Journal of Internet Banking and Commerce, 12, 1-17
  • Kim, I., & Kuljis, J. (2010). Applying content analysis to web-based content. Journal of Computing and Information Technology, 18(4), 369. https://doi.org/10.2498/cit.1001924
  • Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: The impact of technology on the globalization of small businesses. Journal of International Marketing, 8(2), 86–97. https://doi.org/10.1509/jimk.8.2.86.19625
  • Maksüdünov, A. (2019). Otel web sitelerinin içerik analizi yöntemiyle değerlendirilmesi: Bişkek’te bir araştırma. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 21(37), 186-196
  • Meroño-Cerdan, A. L., & Soto-Acosta, P. (2007). External web content and its influence on organizational performance. European Journal of Information Systems, 16(1), 66–80. https://doi.org/10.1057/palgrave.ejis.3000656
  • Meslem, A., & Abderrahim, W. (2022). Website evaluation of luxury hotels in Algeria using advanced content analysis and eMICA model. Journal of Contemporary Economic Studies, 7(2), 453-464
  • Özkan, N., & Ulama, Ş. (2018). Evaluation of web sites of 4 and 5 star accommodation establishments in Marmara region. Gastroia: Journal of Gastronomy and Travel Research, 2(2), 64–84. https://doi.org/10.32958/gastoria.436028
  • Poon, S., & Swatman, P. M. C. (1999). An exploratory study of small business internet commerce issues. Information & Management, 35(1), 9–18. https://doi.org/10.1016/s0378-7206(98)00079-2
  • Ramón-Cardona, J., Daries, N., Cristóbal Fransi, E. & Serra-Cantallops, A. (2022). E-Commerce web content adoption model (EWCAM): An integrated tool for WCA and EMICA models for the tourism industry. Cuadernos de Turismo, 50, 279-306. https://doi.org/10.6018/turismo.541951
  • Ramos, C., & Perna, F. (2009). Information system for tourism activity monitoring and forecasting indicators as an experience for Portugal. Tourism and Hospitality Research, 9(4), 277–289.
  • Richardson, L. (2023). Beautiful Soup Documentation. Crummy. https://www.crummy.com/software/BeautifulSoup/bs4/doc/
  • Ting, P.-H., Wang, S.-T., Bau, D.-Y., & Chiang, M.-L. (2013). Website evaluation of the top 100 hotels using advanced content analysis and eMICA Model. Cornell Hospitality Quarterly, 54(3), 284–293. https://doi.org/10.1177/1938965512471892
  • Ünal, A., & Çelen, O. (2018). Türkiye’deki otel işletmelerinin web sitelerinin değerlendirilmesine yönelik nitel bir araştırma. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(40), 607–636. https://doi.org/10.31795/baunsobed.492535
  • Uzunsakal, E., & Yıldız, D. (2018). Alan araştırmalarında güvenilirlik testlerinin karşılaştırılması ve tarımsal veriler üzerine bir uygulama. Uygulamalı Sosyal Bilimler Dergisi, 2(1), 14-28.
  • Van Slyke, C. (2000). The role of technology clusters in small business electronic commerce adoption. Proceedings of the Fifth CollECTeR Conference on Electronic Commerce, Brisbane, December, pp. 8.
  • Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management, 47, 108–115. https://doi.org/10.1016/j.ijhm.2015.03.012
  • Yeung, T. A., & Law, R. (2004). Extending the modified heuristic usability evaluation technique to chain and independent hotel websites. International Journal of Hospitality Management, 23(3), 307–313. https://doi.org/10.1016/j.ijhm.2003.03.001
  • Zhou, K., & Jia, X. (2018). Research on the website construction of Shanghai a-level tourist attractions based on eMICA model. Proceedings of the 2018 4th International Conference on Social Science and Higher Education (ICSSHE 2018). Atlantis Press. https://doi.org/10.2991/icsshe-18.2018.142

An Evaluation of Turkish Hotel Websites: A New Perspective for eMICA

Yıl 2023, Cilt: 7 Sayı: 2, 142 - 156, 30.12.2023

Muhammet Sait Ağ Kutan Koruyan

https://doi.org/10.33461/uybisbbd.1344425

Öz

Today, websites have become an important marketing tool for hotel businesses. Therefore, the quality of hotel websites and the content they deliver are important factors that influence the purchasing decisions of potential customers. Investigating these factors involve demonstrating the level of development of hotel websites. Therefore, this study evaluated hotel websites in Türkiye using the Extended Model of Internet Commerce Adoption (eMICA) method. In the study, dissimilar to other studies in the literature, the data was obtained automatically via data scraping using Python programming language and analysed with descriptive analysis techniques. The study results showed that Turkish hotel websites did not have a sufficient degree of maturity. Hotel businesses generally used their websites for promotional purposes rather than as a comprehensive marketing tool. The study also aimed to contribute to the improvement of the eMICA method by adding new criteria.

Anahtar Kelimeler

eMICA hotel websites electronic marketing evaluation of websites

Kaynakça

  • Ahmed, T. A. A., & Shaker, E. S. (2021). Website evaluation of travel agencies class a in Saudi Arabia and Egypt using extended version of internet commerce adoption model: A comparative study. International Journal of Economics and Management Engineering, 15(4), 453-461
  • Anandkumar, V., & Kumar, A. (2015). Evolving maturity of Malaysian regional tourism organization websites: A longitudinal study using the extended model of internet commerce adoption. Journal of Tourism, 16(1), 49-57
  • Assiri, S. M., & Shamsudeen, S. (2019). Website characterization and evaluation of the five star hotels in Saudi Arabia using advanced content analysis and eMICA framework. Saudi Journal of Business and Management Studies, 4(9), 687–697. https://doi.org/10.36348/sjbms.2019.v04i09.001
  • Ateş, U., & Boz, M. (2015). Konaklama işletmelerinin web sitelerinin değerlendirilmesi: Çanakkale örneği. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 1(1), 63-84
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
  • Burgess, L., Parish, B., & Alcock, C. (2011). To what extent are regional tourism organisations (RTOs) in Australia leveraging the benefits of web technology for destination marketing and eCommerce? Electronic Commerce Research, 11(3), 341–355. https://doi.org/10.1007/s10660-011-9077-1
  • Cooper, J., & Burgess, L. (2000). A Model of internet commerce adoption (Mica). In S. Rahman & M. Raisinghani (Eds.). Electronic commerce: Opportunity and challenges (pp. 189-201). IGI Global. https://doi.org/10.4018/978-1-878289-76-6.ch012
  • Cristobal-Fransi, E., Daries-Ramon, N., Mariné-Roig, E., & Martin-Fuentes, E. (2017). Implementation of web 2.0 in the snow tourism industry: Analysis of the online presence and e-commerce of ski resorts. Spanish Journal of Marketing – ESIC, 21(2), 117–130. https://doi.org/10.1016/j.sjme.2017.06.002
  • Cristobal-Fransi, E., Daries, N., del Río-Rama, M. de la C., & Fuentes-Tierno, M. G. (2023). The challenge of digital marketing in health tourism: The case of Spanish health resorts. Quality & Quantity, 1-29. https://doi.org/10.1007/s11135-023-01744-2
  • Cristobal-Fransi, E., Daries, N., Serra-Cantallops, A., Ramón-Cardona, J., & Zorzano, M. (2018). Ski tourism and web marketing strategies: The case of ski resorts in France and Spain. Sustainability, 10(8), 2920. https://doi.org/10.3390/su10082920
  • Cristobal-Fransi, E., Montegut-Salla, Y., Ferrer-Rosell, B., & Daries, N. (2020). Rural cooperatives in the digital age: An analysis of the internet presence and degree of maturity of agri-food cooperatives’ e-commerce. Journal of Rural Studies, 74, 55–66. https://doi.org/10.1016/j.jrurstud.2019.11.011
  • Cristobal-Fransi, E., Ramón-Cardona, J., Daries, N., & Serra-Cantallops, A. (2021). Museum in the digital age: An analysis of online communication and the use of e-commerce. Journal on Computing and Cultural Heritage, 14(4), 1-21. https://doi.org/10.1145/3464977
  • Daries-Ramon, N., Cristobal-Fransi, E., & Mariné-Roig, E. (2017). Deployment of restaurants websites’ marketing features: The case of Spanish Michelin-starred restaurants. International Journal of Hospitality & Tourism Administration, 20(3), 249–280. https://doi.org/10.1080/15256480.2017.1383961
  • Daries-Ramon, N., Cristóbal-Fransi, E., Martín-Fuentes, E., & Mariné-Roig, E. (2016). Adopción del comercio electrónico en el turismo de nieve y montaña: análisis de la presencia web de las estaciones de esquí a través del modelo eMICA. Cuadernos de Turismo, 37, p. 113. https://doi.org/10.6018/turismo.37.256171
  • Daries, N., Cristobal-Fransi, E. & Ferrer-Rosell, B. (2020). Implementation of website marketing strategies in sports tourism: Analysis of the online presence and e-commerce of golf courses. Journal of Theoretical and Applied Electronic Commerce Research 16(3), 542-561. https://doi.org/10.3390/jtaer16030033
  • Daries, N., Cristobal-Fransi, E., Ferrer-Rosell, B., & Marine-Roig, E. (2018). Maturity and development of high-quality restaurant websites: A comparison of Michelin-starred restaurants in France, Italy and Spain. International Journal of Hospitality Management, 73, 125–137. https://doi.org/10.1016/j.ijhm.2018.02.007
  • Fernández-Uclés, D., Bernal-Jurado, E., Mozas-Moral, A. & Medina-Viruel, M. J. (2019). The importance of websites for organic agri-food producers. Economic Research-Ekonomska Istraživanja, 33(1), 2867-2880. https://doi.org/10.1080/1331677X.2019.1694426
  • Goi, C. (2007). A review of existing web site models for e-commerce. The Journal of Internet Banking and Commerce, 12, 1-17
  • Kim, I., & Kuljis, J. (2010). Applying content analysis to web-based content. Journal of Computing and Information Technology, 18(4), 369. https://doi.org/10.2498/cit.1001924
  • Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: The impact of technology on the globalization of small businesses. Journal of International Marketing, 8(2), 86–97. https://doi.org/10.1509/jimk.8.2.86.19625
  • Maksüdünov, A. (2019). Otel web sitelerinin içerik analizi yöntemiyle değerlendirilmesi: Bişkek’te bir araştırma. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 21(37), 186-196
  • Meroño-Cerdan, A. L., & Soto-Acosta, P. (2007). External web content and its influence on organizational performance. European Journal of Information Systems, 16(1), 66–80. https://doi.org/10.1057/palgrave.ejis.3000656
  • Meslem, A., & Abderrahim, W. (2022). Website evaluation of luxury hotels in Algeria using advanced content analysis and eMICA model. Journal of Contemporary Economic Studies, 7(2), 453-464
  • Özkan, N., & Ulama, Ş. (2018). Evaluation of web sites of 4 and 5 star accommodation establishments in Marmara region. Gastroia: Journal of Gastronomy and Travel Research, 2(2), 64–84. https://doi.org/10.32958/gastoria.436028
  • Poon, S., & Swatman, P. M. C. (1999). An exploratory study of small business internet commerce issues. Information & Management, 35(1), 9–18. https://doi.org/10.1016/s0378-7206(98)00079-2
  • Ramón-Cardona, J., Daries, N., Cristóbal Fransi, E. & Serra-Cantallops, A. (2022). E-Commerce web content adoption model (EWCAM): An integrated tool for WCA and EMICA models for the tourism industry. Cuadernos de Turismo, 50, 279-306. https://doi.org/10.6018/turismo.541951
  • Ramos, C., & Perna, F. (2009). Information system for tourism activity monitoring and forecasting indicators as an experience for Portugal. Tourism and Hospitality Research, 9(4), 277–289.
  • Richardson, L. (2023). Beautiful Soup Documentation. Crummy. https://www.crummy.com/software/BeautifulSoup/bs4/doc/
  • Ting, P.-H., Wang, S.-T., Bau, D.-Y., & Chiang, M.-L. (2013). Website evaluation of the top 100 hotels using advanced content analysis and eMICA Model. Cornell Hospitality Quarterly, 54(3), 284–293. https://doi.org/10.1177/1938965512471892
  • Ünal, A., & Çelen, O. (2018). Türkiye’deki otel işletmelerinin web sitelerinin değerlendirilmesine yönelik nitel bir araştırma. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21(40), 607–636. https://doi.org/10.31795/baunsobed.492535
  • Uzunsakal, E., & Yıldız, D. (2018). Alan araştırmalarında güvenilirlik testlerinin karşılaştırılması ve tarımsal veriler üzerine bir uygulama. Uygulamalı Sosyal Bilimler Dergisi, 2(1), 14-28.
  • Van Slyke, C. (2000). The role of technology clusters in small business electronic commerce adoption. Proceedings of the Fifth CollECTeR Conference on Electronic Commerce, Brisbane, December, pp. 8.
  • Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management, 47, 108–115. https://doi.org/10.1016/j.ijhm.2015.03.012
  • Yeung, T. A., & Law, R. (2004). Extending the modified heuristic usability evaluation technique to chain and independent hotel websites. International Journal of Hospitality Management, 23(3), 307–313. https://doi.org/10.1016/j.ijhm.2003.03.001
  • Zhou, K., & Jia, X. (2018). Research on the website construction of Shanghai a-level tourist attractions based on eMICA model. Proceedings of the 2018 4th International Conference on Social Science and Higher Education (ICSSHE 2018). Atlantis Press. https://doi.org/10.2991/icsshe-18.2018.142
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Bilgi Sistemleri Geliştirme Metodolojileri ve Uygulamaları, Web Tasarımı
Bölüm Araştırma Makaleleri
Yazarlar

Muhammet Sait Ağ 0009-0008-2572-5645

Kutan Koruyan 0000-0002-3115-5676

Erken Görünüm Tarihi 27 Aralık 2023
Yayımlanma Tarihi 30 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 2

Kaynak Göster

APA Ağ, M. S., & Koruyan, K. (2023). An Evaluation of Turkish Hotel Websites: A New Perspective for eMICA. Uluslararası Yönetim Bilişim Sistemleri Ve Bilgisayar Bilimleri Dergisi, 7(2), 142-156. https://doi.org/10.33461/uybisbbd.1344425
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